Online electricals retailer AO has opened a new outlet store in Bolton. Known as Elek Direct, the 2,600 square foot shop stocks appliances from at heavily discounted prices.

Although products may not be perfect, all appliances sold at the store are new.

Mark Rothwell, director of outlet sales at AO, said: “AO has always been a Bolton-based company, so we’re excited to open the new outlet in the area. From our head office in Lostock to the £1 bet in a local pub that launched the company, our roots are firmly in the North West and we’re pleased to be able to offer leading brands for a fraction of the price.”

AO also operates an outlet store in Telford where refurbished appliances are sold at discounted prices.